Marketing to clients

This article from the Law Marketing Portal (http://www.lawmarketing.com/pages/articles.asp?Action=Article&ArticleCategoryID=13&ArticleID=248) does a nice job of explaining how blogs can help demonstrate expertise in a particular practice area. Blogs are available to the entire public for viewing on the internet and are a great tool for general information of interest to the public at large.

But, at times, a law firm might want to highlight even more specifically the value and accomplishments of a particular practice group to a particular client (perhaps a situation where there they wish to highlight a particular victory including details that are not appropriate for the general public to see but perhaps the law firm has permission to reference these details for the purpose of marketing their services to particular clients).

In these cases, the deployment of a law firm portal can enhance a law firm's ability to peddle their wares. The law firm can electronically post specific information about the specific attorneys and their qualifications and accomplishments which would be of the most interest to a specific client, all as part of a specialized effort designed to get that particular client to retain the firm to represent them in a specific practice area or set of litigations. It is the "specialization" or "customization" that would drive a firm to go beyond blogs and into law firm portals as the electronic medium to try and increase representation opportunities with specific top-tier targeted clients.